If you look at the sales reports from iTunes Connect, it seems that Apple are taking nearly 40% of the sale price for downloads made in Europe. Of course they claim to take 30% and, indeed, that’s exactly what you see in the US store.
So what’s going on?
The good news is that Apple are not screwing you over. The numbers do add up. The difference is that prices in the US App Store do not include sales tax (VAT) but those in Europe do. This means that before Apple take their 30% cut, they first take off the tax that needs to be paid. If that’s not clear, let’s work through an example.